A sources with knowledge of the team’s thinking said the franchise’s rebranding is already under way, but that a name change has not been formally requested to the NBA. A new team name could be in place by the 2013-14 season.

When (Hornets owner Tom) Benson signed an agreement to purchase the Hornets for $338 million on April 13, he immediately said he wanted the team’s name to be more identifiable with New Orleans.

via Jimmy Smith of The Times-Picayune